O.C. firm wins customers giving product away

March 11, 2011

Updated Aug. 21, 2013 1:17 p.m.

1 of 4

Doug Pick, CEO of DAP World, Inc. started making ear plugs under the brand name Hearos in 1992 and it is now one of the biggest sellers of earplugs in the U.S. He runs a virtual company out of a home office and the production is in the U.S. with the help of a disabled worker sheltered workshop. SAM GANGWER, THE ORANGE COUNTY REGISTER

1 of 4

Hearos come in several different colors and sizes. The business was started by Doug Pick in 1992 and is now one of the biggest sellers of earplugs in the country. SAM GANGWER, THE ORANGE COUNTY REGISTER

1 of 4

A pair of the Hearos Sleep Pretty in Pink sleeping earplugs are held by Doug Pick, CEO of DAP World, Inc. SAM GANGWER, THE ORANGE COUNTY REGISTER

1 of 4

Doug Pick, CEO of DAP World, Inc. started making ear plugs under the brand name Hearos in 1992 and it is now one of the biggest sellers of earplugs in the U.S. SAM GANGWER, THE ORANGE COUNTY REGISTER

Doug Pick, CEO of DAP World, Inc. started making ear plugs under the brand name Hearos in 1992 and it is now one of the biggest sellers of earplugs in the U.S. He runs a virtual company out of a home office and the production is in the U.S. with the help of a disabled worker sheltered workshop. SAM GANGWER, THE ORANGE COUNTY REGISTER

When Doug Pick was looking for an entrepreneurial venture to start, he didn't have to look beyond his own ears.

That was 1992. He used ear plugs to help him sleep, "but the plugs I used hurt my ears. If I was having this issue, then maybe others were too," Pick explained. In addition, the existing products were of poor quality, the packaging was terrible and no giant corporation dominated the ear plug market.

That's what entrepreneurs call a market opportunity. And Pick has made the most of that opportunity with the least expenditure of resources.

Pick, who had gone through USC's award-winning entrepreneur program, started DAP World Inc., in Aliso Viejo to make and market Hearos Ear Plugs. The company has been profitable in each of its 20 years of existence, Pick says, and is now the top foam ear plug brand, selling 36 million ear plugs last year under the Hearos and Pretty in Pink names through 50,000 retailers including Walmart, Walgreens, Rite Aid and Target.

Hearos sells for around $1.70 to $2 for four pair. Pretty in Pink, the female version, sells for around $3 to $4 for seven pair. Annual revenues are more than $5 million.

This month, DAP is introducing its first silicone ear plugs called Pearls that will retail in the $5 to $8 range.

What's all the more remarkable about DAP's success is that Pick and a part-time assistant are the company's staff.

Still, DAP ear plugs are made 100 percent in the United States. Since 1997 Pick has had a special alliance with New Horizons, in North Hills, Calif., center for disabled people, which provides jobs for 200 people.

"I run the company from a room in my house; I want to focus on what's important, not employee issues," Pick said. "It's like having 200 employees without having employees."

Because of Pick's lean management approach and a competitive market, he has to be strategic about everything related to Hearos Ear Plugs. In the early years, he used traditional print and television marketing, but in recent years, he has focused on nontraditional approaches including Facebook, Twitter and product giveaways.

"Traditional marketing wasn't having the impact we needed," Pick said. "If I applied 100 percent of our (annual) revenues to traditional marketing it would barely move the needle. So I said, let's put all our money into putting our product into people's hands."

The result was a campaign, promoted only on the Internet, to give away free ear plugs. People can choose the traditional Hearos, Xtreme Hearos or Pretty in Pink. In the first three weeks of the campaign, website traffic increased 3,000 percent, Pick said.

The company is giving away 5,000 pair a day, which Pick believes is attracting many new customers who like the product enough to buy more. A company survey found that 86 percent of those who received a sample would recommend the product.

"The campaign had unbelievable impact," Pick said.

The result: last year, only Hearos/Pretty in Pink and private-label ear plugs increased revenue while major competitors experienced a decline.

The other major marketing campaign of the past year was Hearo's video contest. The premise was simple: try Hearos and make a video about it. Top prize was $5,000 in cash. Runners up won $1,000, $750 and iPads.

Many of them can be found at Hearos' website or on YouTube. The winner was entitled "Let Serenity Win" featured a rapping female doctor.

"We were blown away with the quality of the videos," Pick says, "so this year we're offering $10,000."

The company's goal for these contests is to generate a lot of customer testimonials, so this year's competition is being tweaked so that the more a video is watched, the better its chances of winning.

User Agreement

Keep it civil and stay on topic. No profanity, vulgarity, racial
slurs or personal attacks. People who harass others or joke about
tragedies will be blocked. By posting your comment, you agree to
allow Orange County Register Communications, Inc. the right to
republish your name and comment in additional Register publications
without any notification or payment.